The mission of DIY retailer, B&Q, is to give customers the power to act whenever life strikes to make the changes they need at a speed that works for them. Uncommon shows this metaphorically in its new campaign, Change. Made Easier, with a house that flips on its head. The new work follows the success of Build a Life, which introduced the brand’s belief that anyone can change their home to make life better.

The 90 seconds of magnetic viewing comes from Pulse Films director, Oscar Hudson, underlined by David Bowie’s Sound and Vision. Hudson is best known for his music videos for Bonobo and Radiohead and commercial work for Apple. The film was shot entirely in-camera. After numerous models, 3D builds, and several practice set builds, the 24-ton rotating set came to life.

The house itself was built to fit in a football stadium, as no regular studios has a large enough capacity. At its highest point the double-sided house was over six storeys. The final set build was twice as big as Stanley Kubrick’s rotating spaceship in 2001. Not only that, the actors involved in the film felt the power of gravity while shooting, making their movements look natural and even poetic.

The work launched on Saturday night, April 30, during ITV’s Britain’s Got Talent and will run across TV, VOD and cinema for one month. It will be supported by a digital outdoor and print campaign in the coming weeks.

Nils Leonard, Co-founder, Uncommon Creative Studio, stated “Nobody just wakes up and decides to improve their home. Life happens, things change, and your home needs to change with them. B&Q enables us to do just that with ease. This film is a powerful story of change, made easy, all captured in one beautiful moment.

“Uncommon wanted to take our partnership with this iconic British brand to a new level with this campaign, and we wanted to work with the best British talent to realise it. David Bowie is the soundtrack to the excellent Oscar Hudson’s vision capturing a moment of change, made easy.”

Chris Graham, B&Q director of marketing, added, “Today, as the world opens up, change continues to be all around us. Adapting to that change isn’t always easy and when it comes to home improvement our customers have less and less time to make the changes they need. Almost a third of consumers tell us that time is a key barrier for them. At B&Q, we’re on a mission to ensure that improving a home and building a life with B&Q is easy and convenient — whether via our stores, our app or online at DIY.com.

It has been amazing working with the team on this project. The Flip concept connected with us immediately — telling a story that is close to our hearts, a story of life, a story of change. It’s home at the speed of life.”

Credits:

Client: B&Q

Agency: Uncommon Creative Studio

Production Company: Pulse Films
Director: Oscar Hudson
Managing Director & Executive Producer: James Sorton
Executive Producer: Lucy Kelly
Producer: Neil Andrews
Production Manager: Kishan Patel
DOP: Jess Hall
Production Design: Dan Betteridge
Stylist: Emma Lipop
1st AD: Julian Richards
Movement Director: Charlie Mayhew

Service Company: Icon Films, Bulgaria
Service Producers: Emil Rangelov & Beba Yordanova
Service Production Manager: Vladdy Karanikolov
Local Production Designer: Eva Vento
Local SFX: Nikolay Fartunkov, Orlin Budinov & Vassil Vassilev

Edit House: TenThree
Editor: Ellie Johnson
Edit Producer: Ed Hoadley

Post-Production: Electric Theatre Collective
Post Production Producer: Holly Treacy
CG lead: Patrick Krafft
Colourist: Luke Morrison
VFX Lead: Alex Snookes

Music Supervision: Dan Neale @ Native
Audio Post-Production: Factory London
Sound Design & Mix: Anthony Moore
Sound Design & Foley: Frankie Beirne
Audio Producers: Lou Allen & Ciara Wakely

Media Agency: Dentsu